TwoSix Digital developed and managed a Facebook ad campaign in 2017 to drive traffic the most popular spring attraction in Traverse City: Cherry Blossoms. This ad campaign focused on the niche audience of viewing cherry blossoms in Traverse City.
Traverse City Tourism has a few different blog pages on its website regarding the cherry blossoms. Because of the interest generated by these pages, they result in quite a few consumer website visits annually. These pages could be reached via multiple avenues – organic search inquiry, paid per click ads via Google and Bing, and other third-party ad networks. Each time they visit the page, we learn more about their behavior through the pixel, if they are logged into Facebook at the time they visited the site.
We then built our audience via pixel data as Facebook allows you to create an audience of consumers who visited the specific URLs related to cherry blossoms. From there, we built a custom audience with those specific consumers who visited the pages within 180 days. Following this, we leveraged Facebook data to identify a much larger ‘lookalike audience’ and then to make our audience more specific, we targeted specific geographic areas.
The ads were set up with multiple images to reflect the cherry blossoms and the activities available at that time in the area. The ad was then programmed to run in five-day increments.
Click Through Rate
Link Clicks to Website Landing Page
The ad sets featuring the cherry blossom audience produced the following results:
- 319,296 ad impressions
- 4,795 link clicks back to the website landing page
- A CTR of 3.04% on Facebook Ads, which is 61% above the Nanigans Q4 2017 global average of 1.88%
- A CPC of .30 on Facebook Ads, which 41% less than the Nanigans Q4 2017 global average of .51
- 86,975 post/ad engagements
It was by far one of our most successful Facebook targeted ad sets, promotions with over a 3% CTR and a CPC of .30. Almost double of our click-through rates and almost 50% less on a cost per click basis.
“The success of this campaign really highlights Two Six Digital’s innovative approach to social media marketing. This strategy continues to provide us with highly targeted audiences that show a legitimate interest in traveling to Traverse City. While social media is often used as a vehicle to drive awareness, we found that this campaign unveiled a new set of insights and data that we will continue to use for future niche targeted campaigns.”